Pet recovery is a big business that helps unite families with their beloved pets. Merck Animal Health’s HomeAgain® program, a pet recovery and protection service that helps locate lost pets, has located more than three million pets during the last two decades.
The business historically focused on providing pet-tracking microchips through veterinarians in a business-to-business (B2B) model, with pet owners registering for related monitoring and recovery services through its direct-to-consumer (D2C) site. To meet a growing demand in the market for pet wellness information, products and services from trusted companies, the HomeAgain team embarked on a transformation of its D2C platform, enabling an improved customer experience for existing and prospective customers and accelerated business growth.
As the legacy technology enabling the website was not cloud-based or scalable, it was limited in its effectiveness and the user experience it could deliver. Removing these limitations was requisite for Merck Animal Health to meet the needs of and better communicate with their pet-owning customers.
Transforming the buyer experience and the business
Engaging with customers differently meant operating the business differently – all within a new technology platform – and would require strategic alignment of its operational and organizational structure to deliver a more holistic and engaging customer experience.